I usually skip the politics page in the newspaper. It tends to be predictable, highly disappointing and if you are reading an Indian newspaper usually mired in some corruption. But despite my single minded apathy, I couldn’t help noticing the rise in visibility of Narendra Modi who is the Chief Minister of an Indian state. His photographs were plastered in all newspapers with unfailing regularity, hosting business delegates, inaugurating a hospital or speak at a convention. He would be on the news telling all who would listen that he is doing a spectacular job of running the state.

Clearly I realized it’s the spin doctors at work. I trawled the internet to find out more and realized soon enough that he had appointed a PR firm. Their mission, as it seems, is to market Mr. Narendra Modi as the next Prime Minister of India. And I have to admit they seem to be doing a good job of it. People are definitely recognizing his potential while downplaying, and on occasion, simply overlooking his shenanigans.

Politics and marketing have been consistent bedfellows ever since the idea of competing for power became the norm in democratically elected governments. Governments and politicians have used marketing to either retain their positions of power or usurp someone else so they can get the positions of power. A politician must market his views to his electorate to prove that he has a better handle on the different issues that concern them and deliver them more efficiently and effectively.

Fortunately, there are many independent web sites that see through the marketing and get down to the real ideas that are presented or not presented by politicians in their sales pitch. Regardless, marketing of politics and politicians will always remain big business.